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Bounce Rate metric and cookies policy


Level 1


I want to know if bounce rate is tracking when user doesn't accept cookies policy and bounces immediately of the web site without any interaction. 

0 Replies


Level 3



In my understanding, the cookie consent comes up on the first page of your website. Until a user accepts cookies, there would be no Analytics server call.

If the understanding is correct, then by definition Bounce Rate is calculated using the formula Bounces divided by Entries.

Now 'Bounces' metric shows the number of visits that contained exactly one hit (Analytics server call). 

Document Reference: 


In this case since the user did not accept cookies, hence there would be no Analytics server call. Thus, a Bounce will not be counted and therefore, no Bounce Rate.


Basically, when a user does not accept cookies there would be no Analytics server calls and hence no data would be captured in Adobe Analytics for any metric or dimension.


Let me know if this helps!






Level 5

Hi @dianatrujillo30d,

Based on my understanding, it will depend upon your implementation. Some of the users do not fire any Analytics server call until the cookies are accepted whereas the other fires the server call even before accepting the cookies as well. So, I will suggest you to please follow the below steps to see whether the server call is firing on the first page or not.


1. Open Incognito browser window & open the browser console by pressing F12 or Ctrl+Shift+I.

2. Go to the Network tab & use the filter as b/ss as shown below.



If you see any server call when the cookies are not accepted then bounce will be considered if the user doesn't perform any action after landing on your site.


Hope this helps.